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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

attitudes

The scale has three Likert-type statements that measure a consumer's level of interest in a product category and the stores that carry it, particularly the stores specializing in that product category.

The scale is composed of four Likert-type statements assessing the degree of difficulty a consumer has in selecting a brand from among the alternative brands in a certain product category. This scale appears to relate to the uncertainty component of risk (e.g., Bauer 1960). Voss, Spangenberg, and Grohmann (2003) referred to this scale as the mispurchase dimension of the CIP (see Origin below).

Three Likert-type statements are used to measure the extent that a consumer expresses pleasure in buying and owning a brand. The scale was labeled as the Hedonic dimension of the CIP (see Origin below) by Voss, Spangenberg, and Grohmann (2003).

The six item, seven-point Likert-type scale is intended to measure the importance of politics to the respondent and its centrality in his/her life.

The personal relevance of a product and a consumer's interest in the product is measured in this scale with three, five-point Likert-type items.

The scale is composed of three Likert-type statements assessing how upset a consumer says he/she would be if it turned out that a poor brand decision was made. This scale appears to relate to the consequences component of risk and, in particular, to the type of consequence called a psychological loss (e.g., Cox 1967).

The scale has three Likert-type statements that are used to assess the extent to which a consumer expresses interest in a certain brand.

Three, seven-point Likert-type statements are used to measure a person's attitude regarding the extent of control he/she had over a particular Internet-related task. The scale was called decisional control by Mathwick and Rigdon (2004).

This semantic differential scale measures the temporary (rather than enduring and/or intrinsic) relevance of an object to a person. Whereas enduring involvement is ongoing and is probably related to a product class, situational involvement is a passing motivation. The scale can be easily customized for measuring involvement with such things a particular ad a person has been exposed to or the amount of involvement in a certain purchase decision.

A person's reasons for using the Internet, with an emphasis on its usefulness in learning information, is measured in this scale with three, seven-point Likert-type statements.